DAGMAR Approach is a model developed by Russell H Colley for setting advertising objectives and measuring the results for an advertising campaign. Colley prepared a report for the association of national advertisers titled “Defined Advertising Goals for Measured Advertising Results” which stressed on communication effects of advertising as the logicalRead More →
Media simply refers to a vehicle or means of message delivery system to carry an ad message to a targeted audience. Media like TV, Radio, Print, Outdoor and Internet are instruments to convey an advertising message to the public. The main task of media planners is to select the mostRead More →
A Media Plan refers to a series of activities required in an effort to deliver the ad message to a large target audience in an effective manner at low cost. A Media Plan involves the various tasks like market analysis, setting certain media objectives, developing media plan & strategies and conductingRead More →
Media Planning refers to a series of decisions required in an effort to deliver the ad message to a large target audience in an effective manner at low cost. Media simply refers to a vehicle or means of message delivery system to carry an ad message to a targeted audience. Media planningRead More →
An Advertising Budget refers to the amount of money allocated towards advertising of a brand or product. While developing an advertising strategy, it is empirical to set advertising objectives which are significantly influenced by the advertising budget. Advertising objectives are important for decision making and to have a point ofRead More →
Advertising is a specialized field that requires tremendous efforts and creative strategies to promote products and services of different kinds of brands. An Advertising Campaign is successful only when the ad message reaches the targeted audience and effectively communicates crucial information about the product or brand. High levels of creativityRead More →
The Elaboration Likelihood Model (ELM) insists that consumers make purchase related decisions in two ways. By thinking logically, evaluating the products in detail and determining the effectiveness of the product from various sources By thinking emotionally, without in-depth assessments about the products The Elaboration Likelihood Model (ELM) model suggests thatRead More →
Kim Lord Grid Model strongly advocates that the purchase related decisions of consumers is highly influenced by both affective and cognitive factors. The model suggests that all advertising efforts must be focused on tapping both the affective and cognitive aspects of consumers. Kim Lord Grid Model works on the basisRead More →
Foote, Cone and Belding Model which is also termed as FCB Grid, was formulated in the year 1980 by Richard Vaughn. The Foote, Cone and Belding Model was designed in a grid format based on ‘Think and Feel’ as the base factors. On the basis of these two factors, theRead More →
Response Hierarchy Models explain the advertising response process of consumers. Response Hierarchy Models provide clarity pertaining to the response that is elicited from a customer at different stages of his journey right from lack of awareness to purchasing the product. There are five Response Hierarchy Models that substantiate the behaviour ofRead More →
Advertising response refers to the behaviour that a person displays in response to an advertisement. Advertising Response process is a very crucial aspect in promoting products and services through advertising. Advertising Response Process involves all phases that a customer goes through starting from being unaware about a product/brand to takingRead More →
Advertising Copy can be anything ranging from a simple text to an aesthetically created art form or the catchy music that gets played in the background or the famous celebrity who performs in the advertisement. Advertising a product or brand is done through many mediums. There are newspapers and Magazines thatRead More →